Now, the Kochs want to burnish
the image of the corporation that created their fortune. The
60-second ad does not show or mention the brothers. Instead, it
shows images of hardworking Koch employees and everyday people
interacting with products made by Koch industries, from toilet
paper to jeans. There's a strong-use of generic Americana
imagery, such as cowboys, welders, and blue-collar workers in
hard hats. They all seem to love their jobs. (The Kochs have
opposed union rights for such workers.)

Advertising Age says the campaign was
created, in part, to help recruit new employees, according to
Koch’s chief communications and marketing officer Steve
Lombardo.

The company, which employs over
60,000 people in the U.S., converts resources into products and
services used everyday including oil, fertilizer, and paper. The
ad ends with the narrator telling viewers to, “Find out more at
kochcareers.com.”